The Hallyu, or Korean culture wave has never been stronger, with audiences growing increasingly receptive to subtitled and complex international content. But how can brands capitalise on this appetite for transnational television and make space for storylines that transcend a Western point of view?

An abundance of new content is what sets Netflix apart from other streaming services. In an attempt to expand its global audience base, it’s acquiring local content, dubbing and subtitling a significant amount of its offering, and creating targeted ads with local talent speaking the local language.

Netflix’s Arabic release of the Italian film Perfect Strangers is tackling the representation of LGBTQ+ communities in the MENA region. While openly gay characters are spurring socio-cultural conversation in the region, Netflix faces a lawsuit amid a battle for ‘morality’ and inclusion.

Dystopian megahit Squid Game presents a survival-of-the-fittest narrative and ties in economic insecurity and inequality. With people interested in non-English language titles and learning about different cultures, brands would do well to preserve the authenticity of their content.